To celebrate the 70th anniversary of the community care provider Meals on Wheels NSW, advertising agency Common Ventures has developed a campaign designed to shine a light on the widespread issue of cognitive decline with an ‘Unforgettable’ brain-friendly cake.
A birthday cake like no other, the design and ingredients of the ‘Unforgettable Cake’ were informed by experts in the fields of neuroscience and geriatric nutrition with the goal of being beneficial and accessible to older Australians experiencing cognitive decline.
Using unconventional cake ingredients like spinach, beetroot and turmeric, the cake also utilises colour theory to stimulate appetite and clear-lidded packaging for those who need more obvious hunger cues and visual reminders to eat.
The primary purpose of this project was to create a conversation and raise awareness around the many health and neurologic barriers the older community face on a daily basis, as well as the job Meals on Wheels has done for the past 70 years supporting and caring for this community.
Les MacDonald, CEO of Meals on Wheels NSW, said the ‘Unforgettable Cake’ provides an opportunity to bring attention to an issue that is endemic within the community.
“As we mark our 70th anniversary, we thought it would be timely to have a meaningful conversation about the serious issue of cognitive decline, which includes dementia and Alzheimer’s, and impacts many Meals on Wheels clients and families within our community,” he said.
“A healthy diet and social engagement are vital for cognitive health and known to improve brain function. For many of our clients, a visit from a volunteer is the highlight of their week, so if we can elicit more happy memories and moments for them, it adds another layer to the important role we play in the community.”
Common Ventures creative director and co-founder, Jane Burhop, said the agency wanted to honour Meals on Wheels NSW’s 70-year legacy with a cake that was just as special as its service.
"As one of our longest-standing clients, we’ve seen firsthand just how impactful Meals on Wheels can be," she said.
"For many seniors, a visit from a Meals on Wheels volunteer is their only form of social interaction for the week. What better way to reflect the organisation’s achievements than with a cake that did just that – a cake that helps support brain health while providing an occasion to sit down for a chat and cuppa.”
Common Ventures worked with Sydney-based communications agency Biased to help execute the earned media component of the campaign, reaching out to broadcast, print, online and engaging influencers. Bringing the milestone moment further to life, Biased sourced a classic EK Holden Ute to deliver the cakes, adding to the nostalgia and transporting Meals on Wheels clients back to their heyday.
The ‘Unforgettable Cake’ will be delivered to select Meals on Wheels clients from today while slices will also be available for purchase from Hearthe with a portion from every sale to be donated to Meals on Wheels NSW.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.